Social Analytics: Incorporating Data into Your Social Media Plan

Social Media

Social Analytics: Why It's Important Incorporating Data into Your Social Media Plan

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With most companies having at least some sort of social media strategy these days, it’s hard to stand out.  Everyone is putting more and more interesting and entertaining content online for the world to see. On this fierce battleground on the quest for social media engagement from your audience is one powerful weapon: social media analytics. The benefits, some of whom which are described below, help you get your audience more engaged with the content that you publish.

Use Social Media for Feedback

So your company just launched a new product, or is thinking of offering a new service to its clients. While the marketing department is holding focus groups and sending out surveys, some companies have taken to Twitter to find out what their target market really thinks about their product; or figuring out ways in which their customers want their product improved. For example, Samsung scoured the internet and found posts on Twitter, Youtube and other social media sites to find out what iPhone users’ biggest complaints about the iPhone were[1]. After aggregating the data, they then used those insights to improve their own phones. So if you want to get an honest opinion on your (and apparently, your competitors’ products), head to social media.

Increase Online Engagement

Obviously when you post a picture to Facebook or send out a tweet, the goal is to have it viewed; and ultimately, shared by those who view it. The most desirable end result is not just views, but engagement with your content. Since so many companies are now publishing interesting things on social media, there are ways to optimise your company’s use of it. For example, using social analytics you can determine which day, and even time of day, your audience will be most likely to view and share your content. If 85% of your Twitter followers on based in the United States (another statistic you can verify using social analytics); it wouldn’t make much sense to send out an interesting tweet at 5 am ET. Well, unless your company sold the cure for insomnia.

Find Out Who Your Fans Are

If you’re confused about the above, it may be because you haven’t looked into who exactly is following on you on social media. Things such as age, gender and location may be the obvious ones; but what about narrowing it down to certain pieces of content? For example, are your Twitter followers younger than the people who like your Facebook page? When you post a picture of your companies’ new t shirt, are you getting engagement from a different demographic than when you post a picture of jeans? What types of content produce different types of engagement? These and more advanced analytics can help you determine who your real audience is. Additionally, what their habits are, and how better to give them what they want.

In the end, I don’t need to preach about the importance of having a social media strategy. But if your strategy does not include referencing social analytics to improve your strategy, it cannot be complete. Using this “social data” to drive your strategy can help your company reach a wider audience and improve engagement.


[1] Taken from “How Samsung Used Social Media to Had the Iphone, Fast Company

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